By  on July 2, 2010

ROME — Gucci is dipping its stiletto-clad toes into the digital waters with the launch ofits latest women’s fragrance, Gucci Guilty, which is aimed at a young, social-networking consumer.

“We wanted to create something new, unconventional and to break some rules,” said Frida Giannini, Gucci’s creative director, here on Tuesday to preview the scent slated to hit stores worldwide in September. U.K. exclusives are set for Harrods and Selfridges in August.

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